Marketing is meant to fuel your sales funnel.
Your sales funnel is the process a lead follows to go from a cold lead (a name and contact information) to identify which leads are prospects, and what the first step is for the prospect, and the second step, and third, all the way to becoming a client.
A speaking engagement which offers a freebie in exchange for your contact info.
A follow-up offer designed to weed out which leads are interested in coaching versus just wanted the freebie.
Calling all of the individuals who opted in for the second offer to set an appointment.
Selling them into a discovery session on that appointment.
Selling them into an ongoing coaching program from that discovery session.